HubSpot Lead Scoring: Set Up Fit and Engagement Scores

A fit score can only read the fields a record has, so verify and fill your contact list before you build one. On Cleanlist AI's Pro plan, the HubSpot sync writes the fixes back to HubSpot.

Checked November 4, 2026. Plans, limits and prices on this page come from HubSpot's knowledge base and pricing pages, read that day. The scoring models are made-up examples.

Which HubSpot lead scoring tool exists today?

One: the Lead scoring tool. It scores contacts, companies and deals, and HubSpot's help article gives its path as More > Marketing > Lead Scoring ("Build lead scores", updated August 14, 2026).

The older tool, the HubSpot score property and the other legacy score properties, was retired in three steps in 2025:

HubSpot's product team explained what the freeze means in a community AMA opened on July 24, 2025: lists, workflows and apps that reference legacy scores keep using the frozen values, and the frozen scores stay in your portal for reference. The migration was never automatic. If your portal still shows a HubSpot score field, it holds a number that stopped moving more than a year ago.

Check every workflow, list, report and connected app that reads a legacy score, and point each one at the new score properties. A lead routing workflow still triggered by a frozen score routes on last year's behavior.

Which hubs and plans include lead scoring?

Two things in that table catch teams out:

• Sales Hub alone cannot score contacts. Contact scores need Marketing Hub. A sales team on Sales Hub Professional scores companies and deals.
• Professional allows 5 scores. HubSpot lets you create several scores per object, for different teams or regions, so decide which ones matter before you build.

Fit, engagement and combined scores

Every score has three settings:

• A score limit: the most points a record can have. It is 100 by default, and HubSpot offers ranges up to -10,000 to 10,000.
• Group limits: the most points one group can add or subtract, so a single group cannot carry the whole score.
• Thresholds: the ranges behind each label. HubSpot's own example is 70 to 100 for High, 40 to 69 for Medium and -100 to 39 for Low.

When you create a score, HubSpot creates properties for its values and its threshold labels. Lists, workflows and reports read those properties.

How to set up a fit score in HubSpot

1. Open Lead Scoring under Marketing and click Create score.
2. Choose Contacts or Companies, choose the fit score type, click Create and name it, such as "Contact fit, US mid-market".
3. Click Add property group, then Add property criteria. Pick a property, an operator and the values, then choose whether to add or subtract points.
4. Add a group for exclusions using segment membership, such as a segment of customers and competitors.
5. Set the score limit, a limit for each group, and the thresholds.
6. Save, then open 20 records you know well and check that each label looks right.

A worked fit model (made up). It is for a sales tool aimed at software companies in the US and Canada with 51 to 1,000 employees.

Thresholds: High 70 to 100, Medium 40 to 69, Low below 40.

Three contacts, scored:

The second row is the one to remember. The same buyer drops from High to Medium because two company fields are empty, so a fit score measures your data gaps along with your buyers. HubSpot's own enrichment can fill some company fields; our HubSpot data enrichment guide covers what it fills and what it leaves blank.

How to set up an engagement score

1. In Lead Scoring, click Create score, choose the object and the engagement score type.
2. Click Add event group, then Add event criteria. Pick the event, any event property, a timeframe and a frequency (exactly, between, at least or at most), then the points.
3. To count an event more than once, turn on Score every time and cap it with Limit to.
4. Turn on Decay scores for groups where recent activity matters, and set a percentage and a period. HubSpot offers every 1, 3, 6 or 12 months.
5. On Marketing Hub Enterprise, which HubSpot's pricing page lists with AI recommendations, click Discover AI rules to see rules suggested from high-impact events in your own data.
6. Set the thresholds and save.

A worked engagement model (made up):

Thresholds: High 60 to 100, Medium 30 to 59, Low below 30.

HubSpot's decay is linear and runs on each event separately. A contact who viewed the pricing page twice and clicked three emails this week scores 20 + 15 = 35, Medium. Two months later, with nothing new, each event keeps a third of its points, and the score is about 12, Low. Without decay, that contact would sit at Medium forever.

Two rules keep engagement scores honest. Score clicks, form fills and meetings above email opens, because some mail apps load images automatically and record opens nobody made. And route demo requests to a rep with a workflow whatever the score, because a hand-raise should never wait for points.

Combined scores and the A1 to C3 grid

A combined score keeps fit and engagement apart inside one score. The letter is fit, from A (high) to C (low), and the number is engagement, from 1 (high) to 3 (low). You set the thresholds for each half separately. C1 is a low-fit contact who is very engaged.

The grid turns the label into an action:

Two cells matter most. A3 is a great-fit account that has not engaged yet, so it belongs on an outbound list. C1 is often a student, a competitor or a record with blank fields, so check the data before you route it.

Put the score to work in lists, workflows and reports

• Workflows: enroll records when a threshold label changes, for example to A1 or A2, then set the lifecycle stage, rotate an owner and create a task.
• Lists and segments: build an "A fit, low engagement" segment for outbound and keep C-fit records out of sales queues.
• Reports: every quarter, compare the conversion rate from lead to opportunity for each label.

The quarterly check is the step teams skip. High should convert clearly better than Medium, and Medium better than Low. If they convert at similar rates, the weights are guesses: re-weight them from your closed-won deals with the lift method in our account scoring guide. If more than about a fifth of records land in High, raise the threshold until reps can work them all.

What if you are on Starter or Free?

The Lead scoring tool is not part of Free or Starter on any hub. You have three options:

1. Move to Professional: Marketing Hub to score contacts, Sales Hub to score companies and deals.
2. Score in a spreadsheet: fine for a few hundred records. Export, add the points in columns, and import the total into a number property.
3. Use a scoring tool: several write a score into HubSpot. Our lead scoring software comparison lists them with published prices.

How to give your fit score clean data with Cleanlist AI, step by step

The fit score reads job titles, company fields and email domains. Fix those before you trust the labels.

1. Pull the records the score reads. In HubSpot, build a list of contacts with a blank job title or a blank industry or employee count on their company, plus everyone in an active sequence. Export it as a CSV with the email address.
2. Verify the emails. Upload the file on verify contact list. Each address gets six checks: syntax, domain and MX records, a live mailbox check, catch-all detection, disposable providers and role-based prefixes such as info@. Each comes back with a status, such as verified, risky or invalid, at 0.5 credits an address.
3. Fill the gaps. Cleanlist AI runs waterfall enrichment across 25+ data providers in sequence and stops at the first deliverable result: 1 credit per verified work email and 10 per phone number, and a miss costs nothing. Company firmographics such as industry and employee count are 1 credit a company, charged only when found.
4. Write it back. On Cleanlist AI's Pro plan, $89 a seat a month, the HubSpot sync writes enriched records into HubSpot and imports from it on a schedule. On other plans, import the CSV into HubSpot and match on email.
5. Recheck the labels. Open a few of the fixed records, read their score history, and compare the count in each label with last week's.

What you get back: every email with a status, the missing titles and company fields filled where a provider has them, and phone numbers for the contacts you asked for. Verifying 1,000 contacts costs 500 credits, and finding emails for 300 that had none costs up to 300 more. Pro includes 1,500 credits a seat a month.

Frequently asked questions

Is lead scoring included in HubSpot's free CRM?

No. HubSpot includes lead scoring only on Marketing Hub and Sales Hub, Professional and Enterprise (checked November 4, 2026). On Free or Starter you can keep a score you calculate elsewhere in a number property, but the scoring tool itself is missing.

What happened to the HubSpot score property?

HubSpot retired it in 2025. Creating new legacy scores stopped on May 1, editing stopped on July 1, and on August 31 the values froze. Anything that still reads a legacy score gets an old number, so rebuild the model in the Lead scoring tool and repoint your workflows, lists and reports.

Can HubSpot score companies and deals?

Yes. Company scores (fit, engagement or combined) come with Marketing Hub or Sales Hub, Professional or Enterprise. Deal scores need Sales Hub and are always combined scores, built from deal properties and events.

How does HubSpot's AI lead scoring work?

On Marketing Hub Enterprise you can create contact fit or engagement scores with AI. You pick a start and an end lifecycle stage and a timeframe, such as marketing qualified lead to sales qualified lead within 30 days, and HubSpot studies the contacts who made that move and recommends criteria. It needs at least 50 contacts: 25 that converted and 25 that did not.

How many lead scores can you create in HubSpot?

HubSpot's pricing pages list up to 5 scores on Marketing Hub Professional and Sales Hub Professional, up to 10 on Sales Hub Enterprise, and up to 50, with AI recommendations, on Marketing Hub Enterprise (checked November 4, 2026). You can spend them on several scores per object, for example one per region.

What is a good lead score threshold in HubSpot?

Start with HubSpot's example ranges on a 100-point score: 70 to 100 for High, 40 to 69 for Medium and below 40 for Low. After a quarter, adjust them so High converts clearly better than Medium and holds a number of records your reps can actually work.

Sources

• HubSpot, Overview of the lead scoring tool, last updated September 2, 2026, read November 4, 2026
• HubSpot, Build lead scores to qualify contacts, companies, and deals, last updated August 14, 2026, read November 4, 2026
• HubSpot, Marketing Hub pricing and Sales Hub pricing, read November 4, 2026
• HubSpot Community, Ask Us Anything about the Legacy Scoring Sunset, opened by HubSpot's product team on July 24, 2025, and Navigating the transition from legacy scoring, April 23, 2025, both read November 4, 2026